Right now the sports world is focused on LeBron. (Well, American sports world, in Holland they are focused on other things.) He has never been more watched — even in the finals — and if you are going to launch a new marketing initiative, now is the time.

LeBron James is a championship marketer.

LeBron James has a new twitter account (@KingJames). He has had one tweet as of this writing.

Hello World, the Real King James is in the Building “Finally”. My Brother @oneandonlycp3 gas’d me up to jump on board so I’m here. Haaaa

And you wonder why we are hooked on twitter — it’s the insight into the soul.

But LeBron had passed 135,000 followers in less than one day. He is hot. Maybe Chris Paul pushed him to do it, but no harder than James’ PR people had been pushing him forever. James is not a social media guy, he has not been into Facebook or Twitter. Even his official Website has been non-existent for over a year.

But the site is now live (and linked to a Facebook page). He has a twitter account. Right at the time he is going to announce where he will play the next few years in a flurry of publicity. The time when so many eyes are on him.

I’m not a big believer in coincidence. This is all part of the planned new marketing of James (wherever he lands). It’s about building the brand, and launching these things when everyone is watching so you get the most bang for the buck. So he has a twitter account now. No way he announces his choice on twitter. (Chris Bosh on the other hand… wouldn’t shock me.)

When he gets as interesting as Kevin Durant or Ron Artest on twitter, then I’ll be really interested.

That’s a fine sentiment. Saying it publicly is another matter. Not even Harden did that a couple years ago. He was recorded during a pregame team huddle.

There’s a fine line between self-fulfilling confidence and providing bulletin-board material to the opponent. There’s already some animosity between the teams stemming from the Stephen Curry-Harden MVP race in 2015, and it has bubbled since. No matter how harmless Capela’s remark might have been intended to be, it’ll be met contentiously in the Bay Area.

Oklahoma City traded for Victor Oladipo out of Orlando to be their third scorer, behind Kevin Durant and Russell Westbrook. It didn’t exactly work out that way, Durant bolted town and when Westbrook went off Oladipo was looking for a place to fit in.

That place turned out to be the Pacers.

Oladipo has been playing like an All-Star this season with Indiana, and last week he was key in snapping Cleveland’s 13 game win streak, then turned around and dropped 47 points on Denver. For the week he averaged 35.7 points a game, shot 45.7 percent from three, plus grabbed 7.7 rebounds per game.